Rebranding at the Edge of Impossible
Oxford Genetics needed to update their brand to reflect the dynamic, cutting-edge science and technology that sits at the centre of their business.
Working at the Edge of Impossible
The brand had to reflect certain core features of Oxgene and the work they do. These represent the balance that is essential in their work:
"Scientific, precise, accurate, with no margin for error"
"Organic, natural, fluid and always in motion"
Modernising the name from Oxford Genetics to the less-localised OXGENE was the first step in creating a new identity which represented the global research and innovation they are at the forefront of. As a world-leader in gene and cell therapies, they are pushing the boundaries of what was possible in the industry - we developed this unique point to be the main message of the brand.
The lines that form the main brand identity are flexible in their application. We created a set of 10 ‘waves’ which were rolled out to PowerPoint presentations, business cards, stationery, exhibition stands and other corporate materials, in addition to the redesigned website. They give OXGENE a clear visual language which is distinctly recognisable, whilst also being varied and organic in its implementation.
Their work at the edge of impossible is now reflected in their brand, ready for the business to progress to the next level - by the end of 2019, they had been announced as one of the Deloitte Fast 50 companies.